Mukesh Ghuraiya decodes Modi Naturals’ ‘experiment, learn, adapt’ marketing approach

In today’s fast-evolving world of marketing, the role of the Chief Marketing Officer (CMO) is more crucial than ever. In Adgully’s new column – CMO Unplugged – we bring you candid insights, expert advice, and thought-provoking discussions directly from the heart of the industry. CMO Unplugged goes beyond the surface to uncover the real strategies, innovations and challenges that define successful marketing leadership today.

In this exclusive ‘CMO Unplugged’ interaction, Mukesh Ghuraiya, Chief Marketing Officer, Modi Naturals, speaks about his vision for Modi Naturals in 2025, the marketing strategies he plans to implement to further strengthen the brand’s presence, his approach to digital marketing, celebrity endorsements, and the exciting opportunities for growth in the FMCG sector.

How has your extensive experience across diverse industries shaped your leadership style at Modi Naturals, and what is your vision for the brand in 2025?

My experience across diverse industries has given me an outsider’s perspective, enabling me to approach challenges with fresh thinking rather than relying on templates. I believe in constantly applying insights and learnings from different sectors to foster innovation. This mindset forms the core of my leadership at Modi Naturals, where I emphasize adaptability and creative problem-solving.

My vision for the brand in 2025 is extremely clichéd – I want to position Oleev as a household name synonymous with health and wellness in India. This includes expanding our product portfolio, driving awareness about the importance of healthy cooking oils, and shake-up the category with fresh ideas and relatable stories. It’s about making healthy living simple, not preachy, and keeping it real every step of the way.

What are the core marketing strategies you plan to implement in 2025 to drive growth and strengthen Modi Naturals’ market presence, especially in FMCG?

Our core marketing strategy for 2025 revolves around digital touchpoints. We firmly believe in following our consumers where they spend their time, and today, that’s on platforms like Meta, YouTube, OTT, and CTV. These platforms will remain at the core of our strategy, enabling us to deliver impactful and targeted communication that resonates with our audience.

In addition, we’ll focus on strengthening our communication and storytelling—whether it’s simplifying the product proposition, breaking myths about the category, or collaborating with big faces to deliver our message effectively. In today’s cluttered marketplace, it’s not just about telling your story but doing so with the right impact and in the simplest way possible to ensure it truly connects with consumers.

As someone with experience managing celebrity endorsements, do you see this as a strategy for Modi Naturals in 2025?

Yes, celebrity endorsements will continue to be a strategic tool for Modi Naturals in 2025, but with a nuanced approach. A well-chosen celebrity can amplify brand visibility, enhance credibility, and create a strong emotional connection with our consumers. However, we don’t believe in endorsements for the sake of it. For us, it’s about finding the right fit.

Our recent collaboration with Karishma Kapoor for Oleev is an example of how we aim to build meaningful associations that not only resonate with our target audience but also strengthen the brand’s positioning as a modern and premium choice for healthy living.

How do you plan to allocate resources this year? Are there specific areas—digital, traditional media, influencer marketing, or on-ground activations—where you foresee increased investment?

In 2025, our media allocation will heavily skew toward digital marketing as it remains the most effective way to engage with our target audience. Platforms like OTT and CTV will receive increased investments to drive precise targeting, deeper engagement, and measurable outcomes.

Influencer marketing will also be a key focus area, as we see tremendous value in leveraging credible voices to build trust and relatability, particularly in the health and wellness space.

Traditional media will play a secondary but supporting role, used selectively to amplify reach during key campaigns. By adopting this balanced approach, we aim to create a cohesive and impactful marketing ecosystem that drives both awareness and consideration for our brand.

How is Modi Naturals leveraging emerging technologies like AI and data analytics in its marketing campaigns, customer acquisition strategies, and product development?

At Modi Naturals, we have been experimenting with AI in our marketing communication, but to be honest, we are more in a “wait and watch” phase when it comes to fully integrating AI into our strategies. That said, we continue to explore and use new AI tools to optimize our day-to-day work, such as improving content creation, enhancing campaign performance, and streamlining operations.

As for data analytics, we are focused on making the best use of the limited data available to us. Since we don’t have a direct-to-consumer (D2C) focus and primarily sell through third-party e-commerce platforms, we rely heavily on analysing e-commerce trends. These insights help us understand which cities, categories, and SKUs are performing well, allowing us to make informed decisions about where to improve our general trade distribution.

As the CMO, what significant changes have you made to modernize Modi Naturals’ marketing approach, and how do you balance traditional advertising methods with digital innovations?

One of the most significant changes I’ve driven as CMO is shifting our marketing approach to a digital-first mindset. Today, the majority of our campaigns are designed with platforms like Meta, YouTube, OTT, and CTV at their core, enabling us to connect with consumers where they spend most of their time.
That said, I firmly believe that traditional advertising still has its place. To balance the two, we use traditional methods like TV and Outdoor strategically, mainly to complement our digital efforts. TV help usbuild reach while outdoor reinforces our messaging, particularly in key markets, while digital provides the precision and scale.

It is not about choosing one over the other, it’s about blending the best of both worlds.

With your expertise in launching new products and creating categories, are there any consumer-centric innovations or campaigns planned for 2025?

In 2025, we will continue our focus on consumer-centric innovations that address the evolving needs of health-conscious consumers. One key area is expanding our portfolio with products that deliver both health and taste, like our new Oleev Kitchen multigrain pasta, or our range of soups with probiotic and pre-biotic, catering to modern lifestyles without compromising on quality or flavour.

On the campaign front, we’re working on initiatives that challenge traditional beliefs about cooking oils especially olive oil, aiming to educate consumers and drive behaviour change. These innovations and campaigns are all designed with the consumer at the center, ensuring we not only meet their expectations but also inspire them to make healthier choices.

How do you see AI playing a role in understanding consumer preferences and delivering personalized marketing experiences for Modi Naturals?

AI has immense potential to revolutionize how we understand consumer preferences and deliver personalized marketing. While we are still in the exploratory phase, we see AI playing a pivotal role in the future.

AI can help us analyze vast amounts of data from e-commerce platforms, social media, and consumer interactions to identify patterns and trends. By understanding preferences such as health priorities, regional tastes, and purchase behaviour, we can refine our product offerings and marketing strategies to better align with consumer needs.

With AI, we can also create hyper-personalized experiences by tailoring content and messagingfor individual consumer profiles.

What emerging trends in FMCG marketing do you see dominating in 2025, and how is Modi Naturals positioning itself to stay ahead of the competition?

Instead of talking about what trends I expect to see in 2025, let me share what I’d love to see. I’d love to see creativity reclaim its rightful place as the centrepiece of FMCG marketing communication. With digital and technology becoming more democratized, creativity will be the biggest competitive moat for any brand.

In recent years, the focus has shifted heavily toward performance-driven marketing, often at the expense of creativity. But I believe creativity is set for a strong comeback, it must, because that’s what truly connects with consumers on an emotional level and builds lasting brand equity.

At Modi Naturals, we are consciously trying to bring this focus back. Whether it’s through storytelling, disruptive campaigns, or innovative formats, we are making a concerted effort to put creativity front and centre while leveraging digital platforms to amplify its impact.

What challenges have you faced in transitioning from traditional methods to modern, data-driven approaches, and how have you addressed them to align with evolving consumer behaviour?

Transitioning from traditional methods to modern, data-driven approaches hasn’t been without its challenges. One of the biggest hurdles has been the limited access to consumer data since we primarily sell through third-party platforms and not directly to consumers. Without direct insights, it can be tricky to understand buyer behavior or preferences in detail.

Even evolving consumer behavior itself is a challenge—what worked yesterday might not work today. To stay aligned, we regularly monitor trends and listen to consumer feedback, keeping our campaigns flexible and responsive. For us, it is not about abandoning traditional methods, but integrating them with modern approaches to create a well-rounded strategy that resonates with our consumers.

Looking ahead, how do you plan to ensure Modi Naturals remains at the forefront of marketing innovation while maintaining its core brand values?

Honestly, it’s not about chasing every shiny new trend, but picking what truly aligns with our brand and delivers value to our consumers.

Our approach is simple: experiment, learn, and adapt. We’re not afraid to try new things, whether it’s dabbling with AI tools or testing quirky digital campaigns. If it works, we scale; if it doesn’t, we move on - no ego, just lessons learned.

We’re not aiming to be the most innovative marketing company; we’re aiming to be the one that connects with consumers in the most efficient, simple, and meaningful way.

Also Read: Mukesh Ghuraiya joins Modi Naturals again as the CMO